Center Parcs signe avec le Paris Saint-Germain et met en scène le jardinier du club

Le Paris Saint-Germain enchaine les signatures de partenaires et annonce aujourd’hui l’arrivée de Center Parcs qui obtient le « Label officiel du Paris Saint-Germain ».

Avant de rentrer dans le plan d’activation de ce partenariat, il est intéressant de remarquer le nom de ce partenariat : « Label officiel ». Après partenaire officiel, fournisseur officiel, le Paris Saint-Germain crée donc ce 3ème niveau de partenariat qui s’apparente, au premier regard, plus à une autorisation d’utiliser des marques et des symboles du Paris Saint-Germain. Le « Label officiel » est semble donc être un nouveau produit marketing permettant à des marques visant à tirer profit de la notoriété du Paris Saint-Germain de s’associer et bénéficier de quelques contreparties intéressantes.

Dans le cas de Center Parcs, la marque a décidé d’exploiter une contrepartie jusqu’alors pas voire peu utilisée dans le monde du sponsoring sportif. Pour comprendre l’activation, il faut comprendre le positionnement et la signature de Center Parcs, à savoir « Nature is Fun ». Ce positionnement se décline par des activations très événementielles autour d’activités uniques toute l’année au coeur de la nature préservée, présente dans les parcs.

Pour donner un coup de boost à ces activités et recruter un cible jeune, Center Parcs a décidé d’activer son partenariat avec le Paris Saint-Germain en utilisant le jardinier du club, Jonathan Calderwood, l’une de ses grosses recrues de l’ère QSI, puisque Calderwood fut élu jardinier de l’année en Premier League. Jonathan Calderwood est au coeur de la campagne média de Center Parcs et d’une vidéo dans laquelle on apprend que le Paris Saint-Germain envoie son meilleur élément afin de donner le coup d’envoi des Ateliers Foot Paris Saint-Germain dans les domaines Center Parcs.


Cette campagne, ainsi que la vidéo, seront visibles jusqu’au 2 avril, en affichage, sur les médias sociaux et sur le web. Center Parcs et le Paris Saint-Germain relaieront également l’opération sur Facebook, Twitter et auprès de leurs abonnés et mettront en jeu de nombreux séjours.

La campagne se poursuivra lors de la 32e journée du championnat de Ligue 1, à l’occasion du match Paris Saint-Germain – Reims, Center Parcs sera à l’honneur dans le Parc des Princes. Un dispositif spécifique sera mis en place avant le match mais aussi en tribune. 

La campagne se clôturera en fin de saison avec des ateliers foot dans les domaines Center Parcs. En effet, les coachs de la Paris Saint-Germain Academy seront présents dans les 4 domaines en France durant 3 week-end spéciaux, le 23 mai, le 28 mai pour le week-end de l’Ascension et le 6 juin pour le week-end de la Pentecôte. Les enfants de 6 à 17 ans vivront un entraînement unique, entourés d’un préparateur du Paris Saint-Germain et d’un animateur Center Parcs. Un terrain indoor aux couleurs du Paris Saint-Germain sera installé dans tous les domaines Center Parcs en France.

Au final, on se rend donc bien compte que cette campagne publicitaire aurait pu voir le jour sans le Paris Saint-Germain mais que la présence de la marque avec son potentiel d’image aujourd’hui en France. L’absence de joueurs dans le dispositif mais l’utilisation du jardinier permettra néanmoins à Center Parcs de mettre en place une histoire cohérente et créative.

35 Commentaires

  1. Excellent blog here! Additionally your site rather a lot up fast!
    What web host are you the use of? Can I get your associate hyperlink in your host?
    I wish my website loaded up as quickly as yours lol

  2. Howdy! This is my 1st comment here so I just wanted to
    give a quick shout out and say I genuinely enjoy reading through your articles.
    Can you suggest any other blogs/websites/forums that deal with the
    same topics? Appreciate it!

  3. Why viewers still make use of to read news papers when in this technological globe all is existing on net?

  4. Undeniably believe that that you said. Your favourite reason seemed to be on the
    web the simplest thing to take note of. I say to you,
    I definitely get irked whilst folks think about
    concerns that they plainly do not understand about.
    You controlled to hit the nail upon the top as neatly as defined out the whole thing without having side effect , folks could take a signal.
    Will probably be again to get more. Thanks

  5. Hi there! Do you use Twitter? I’d like to follow you if that would be
    okay. I’m absolutely enjoying your blog and look forward
    to new posts.

  6. Hi there i am kavin, its my first time to commenting anyplace, when i read this
    article i thought i could also make comment
    due to this sensible paragraph.

  7. Thank you for the auspicious writeup. It in fact
    was a amusement account it. Look advanced to far added agreeable
    from you! By the way, how could we communicate?

  8. I don’t even know the way I finished up right here, however I believed this publish used to be good.
    I don’t recognise who you might be but definitely
    you are going to a well-known blogger in case you aren’t already.
    Cheers!

  9. Hi there! This is my first visit to your blog!
    We are a group of volunteers and starting a new initiative in a community in the same niche.
    Your blog provided us valuable information to work on. You have done a extraordinary job!

  10. Thank you for the auspicious writeup. It in fact was a
    amusement account it. Look advanced to more added
    agreeable from you! By the way, how can we communicate?

  11. Hello, i think that i saw you visited my site so i came to “return the favor”.I’m trying to find things to enhance my website!I
    suppose its ok to use a few of your ideas!!

  12. Hi there, its pleasant paragraph regarding media print,
    we all be familiar with media is a enormous source of data.

  13. I just could not go away your site prior to suggesting that
    I extremely loved the standard information an individual provide for your visitors?
    Is going to be again often to inspect new posts

  14. Howdy! I know this is somewhat off-topic however I had
    to ask. Does operating a well-established website such as yours
    require a lot of work? I am completely new to writing a
    blog but I do write in my journal everyday. I’d like to start a blog
    so I can share my experience and feelings online. Please let me know if you
    have any recommendations or tips for new aspiring blog owners.

    Thankyou!

  15. Hi, i think that i saw you visited my site so i came to “return the favor”.I
    am attempting to find things to improve my website!I suppose its
    ok to use a few of your ideas!!

  16. Excellent pieces. Keep posting such kind of info on your site.
    Im really impressed by your site.
    Hi there, You’ve performed an excellent job.
    I’ll certainly digg it and in my opinion recommend to my friends.

    I’m sure they will be benefited from this web site.

  17. Wonderful blog! I found it while surfing around on Yahoo News.

    Do you have any suggestions on how to get listed in Yahoo News?
    I’ve been trying for a while but I never seem to get there!
    Thank you

  18. Hi, I do think this is an excellent blog. I stumbledupon it 😉 I’m going to return yet again since
    I bookmarked it. Money and freedom is the best way to change, may you be rich and continue to help others.

  19. Magnificent goods from you, man. I’ve understand your stuff previous to and you are just extremely wonderful.
    I actually like what you have acquired here, really like what you are stating and the
    way in which you say it. You make it entertaining and you
    still take care of to keep it smart. I can not wait to read far more from you.
    This is really a tremendous website.

  20. My partner and I absolutely love your blog and find the majority of your post’s to be what precisely I’m looking
    for. can you offer guest writers to write content available for
    you? I wouldn’t mind producing a post or elaborating
    on some of the subjects you write concerning here.
    Again, awesome site!

  21. Great post however I was wanting to know if you could write
    a litte more on this subject? I’d be very thankful if you could elaborate a little bit further.
    Kudos!

  22. Magnificent site. Plenty of helpful information here.
    I am sending it to some buddies ans also sharing in delicious.
    And naturally, thank you for your effort!

  23. Nice blog here! Also your web site loads up very fast! What web host
    are you using? Can I get your affiliate link to your host?
    I wish my website loaded up as fast as yours lol

  24. I like the helpful information you provide in your articles.

    I’ll bookmark your blog and check again here frequently.
    I am quite sure I will learn plenty of new stuff right here!
    Good luck for the next!

  25. Have you ever considered about including a little bit more than just your articles?
    I mean, what you say is valuable and everything. Nevertheless imagine if you
    added some great visuals or videos to give your posts more, « pop »!
    Your content is excellent but with pics and videos, this blog
    could certainly be one of the most beneficial in its field.
    Superb blog!

  26. Hi to all, how is everything, I think every one is getting more from this web page,
    and your views are pleasant in favor of new viewers.

  27. Hello to every body, it’s my first go to see of this web site; this blog includes remarkable and
    genuinely excellent stuff in support of visitors.

  28. This is really interesting, You are a very skilled blogger.
    I have joined your feed and look forward to seeking
    more of your fantastic post. Also, I have shared your
    web site in my social networks!

  29. Hey! Do you use Twitter? I’d like to follow you if
    that would be ok. I’m absolutely enjoying your blog and look forward
    to new posts.

  30. If some one desires to be updated with newest technologies afterward he must be pay a quick visit this
    website and be up to date all the time.

  31. I’ve read some good stuff here. Definitely value bookmarking for
    revisiting. I surprise how a lot effort you put to
    make the sort of wonderful informative site.

2 Rétroliens / Pings

  1. Le Paris Saint-Germain chez colette
  2. 15 Citroën DS perchées dans le Parc des Princes

Laisser un commentaire

Votre adresse de messagerie ne sera pas publiée.


*